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So You Want to Generate Leads...
Over the past few weeks, we've written about the various marketing strategies and tools you can use to promote your real estate business. We've discussed turning millennial consumers into repeat customers. We've shared under the radar tactics for driving foot traffic to your open houses. We've even chronicled the best practices for boosting your online presence and reputation. But, we get it... ...nothing is as important as those leads.
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Friday Freebie: Get 150 'Just Listed' and 'Just Sold' Postcards
The news may be dire right now, so here's a little something to cheer you up. RE Technology readers can get 150 free "Just Listed" and "Just Sold" postcards to send to homeowners surrounding their listings. And here's a plus in this time of Coronavirus: these postcards are 100% no-contact because they're 100% automated. Translation? You won't have to risk exposing yourself to illness in line at the Post Office. Ready to claim your own set of postcards? Read on to find out how! Get 150 FREE 'Just Listed' and 'Just Sold' postcards, courtesy of MLSMailings.com When we say these postcards are automated, what do we mean? Well, because MLSMailings taps into your MLS's listing data, it's able to tell when you list or sell a home. When one of those events occurs, MLSMailings automatically sends out the appropriate postcard to verified addresses around your listing—all within 48 hours. You select the design templates you want for your Just Listed and Just Sold postcards upfront, so that when you list or sell a home, postcards in your chosen design are sent out automatically. We've partnered with MLSMailings.com to offer RE Technology readers a chance to try this service for themselves. Get 150 FREE postcards (you pay only for shipping) with promo code RETECH2020. Ready to try a hands-off way to reach your geographic farm area? Claim your free postcards today!
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3 Steps to Attract Millennial Homebuyers on Instagram
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Friday Freebie: Guide to Crushing It with Direct Response Marketing
We talk a lot about digital marketing here at RE Technology: social media, online ads, websites, landing pages… the whole nine yards. But in all the excitement surrounding these technologies, let's not overlook one fact: good old print marketing still works--and it works well. That's why in today's Friday Freebie we're highlighting a free guide to direct response marketing for real estate. The twist? This guide shows you a high-tech way to target your mailing lists and manage your campaigns. Read on to learn more. Free Download of 'How to Crush It with Real Estate Direct Response Marketing,' courtesy of ProspectsPLUS! Now, when we say direct response marketing "works well," we mean it. In fact, direct mail nets a 9% response rate—well ahead of the 1% response rates of email, social media, and paid search. What's more, 76% of consumers trust direct mail when making a decision, and direct mail is 20% more persuasive to consumers than digital media. Maybe that's just a sign of our times where digital marketing has become so ubiquitous that holding a physical piece of marketing is now a novel, tactile experience. Whatever the case may be, mastering direct mail can only benefit your real estate business. There's one caveat, though: mail can be expensive. That's where technology comes in. Rather than sending out direct mail pieces to everyone in your geographic farm, today's technology lets you build targeted lists so that you can market more effectively—and more affordably. This guide from ProspectsPLUS! shows you how you can do just that. Inside this 20-page guide, you'll find: The six steps to launching an effective direct response campaign A visual layout guide to create more compelling direct mail pieces The top seven opportunities you should target and suggested campaign ideas An introduction to tools that can help you target consumers in your market And more! Download your FREE copy of How to Crush It with Real Estate Direct Response Marketing and Get Them Calling YOU today!
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Drive More Foot Traffic to Your Open House
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Targeted Mailing Lists or Every Door Direct Mail
New to direct mail marketing for your real estate business? There's a lot to learn and some trial and error to experience. It's such an effective real estate lead generation technique, however, that it's time and effort well-spent. One of the first things you'll want to determine is whether you will send your direct mail pieces to a targeted list of potential clients or to every single door in a particular area, via Every Door Direct Mail® (EDDM®). Both strategies have pros and cons. When to choose EDDM® At only $0.191 per piece, EDDM® is ideal for the agent on a tight budget. Because it's not nearly as targeted as a mailing list, your direct mail pieces will be delivered to every "door" in your chosen postal route. It's the difference between a shotgun and a targeted approach. An EDDM® campaign is also easier to set up so you'll be generating leads quicker than you would were you to use a targeted list. Choose EDDM® over a list if you: Don't mind creating mail pieces that conform to the program's size restrictions. Don't mind that the mail pieces will not be addressed to the recipient. Hope to expose your brand to the widest audience possible. Are a listing agent and your farm is home to few renters (you'll save money using EDDM® over the targeted mail list.) Are seeking buyers and the farm area you've chosen has more renters than owners. When to choose a list EDDM® may not be effective for you under certain circumstances. These include: Agents who want to target homes at a certain price point. When you are targeting absentee owners (landlords). Agents who are targeting homeowners with specific tenures. When sending Just Sold Postcards to neighbors. If you want your direct mail pieces to be personalized and you have a specific audience in mind, a targeted mailing list is your best bet. Remember, direct mail marketing isn't a "one-and-done" program. Consistently mailing to your farm or your list is the key to success with either EDDM® or targeted direct mail.
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NAR Launches a New TV Ad Campaign
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2 Secrets to More Lead Conversions, Straight from a Top Team's Playbook
Lauren Bowen leads one of the most productive real estate teams at Robert Slack. She's increased conversion rates and productivity while the company nearly doubled in size. The secret to her team's success? They stalk their real estate leads... or, more accurately, they let their lead generation solution do it for them. Targeting the Most Likely Buyers Anyone who has spent any time on the internet has been "stalked" by an online ad. You visit a site once, and for days or weeks after, an ad from that site follows you around the web. This is called "ad retargeting," and marketers love this advertising strategy because it is so effective. The Lauren Bowen Team employs this strategy to great success via realtor.com's Local Expert program. Local Expert users can create three types of ads: For Sale ads, Just Sold ads, and Branding ads. Those ads are then displayed to buyers in your chosen area on realtor.com. Once they leave the site, those same ads are displayed in their Facebook feed. "This not only helps bring a buyer to the house, it also shows the seller that we are putting it in front of numerous buyers for them," Lauren says. Tip: Because Local Expert offers detailed campaign analytics, you can impress your sellers by telling them exactly how many people have seen their home's ad. Dialing Up Lead Volume for a Higher Conversion Ratio Lauren's team may have stumbled on another secret to improved conversion rates when, thanks to the success of their realtor.com program, they decided to increase their volume of leads. This lead to a curious phenomenon. The team's number of lead conversions not only increased—as expected with more overall leads coming in—but their conversion ratio increased as well. That means the team is converting a higher percentage of leads than they were at their previous lead volume. "We've almost doubled our conversion ratio with the same leads," says Lauren. See Lauren THIS THURSDAY at Inman Connect NY Want to hear more real estate lead wisdom from Lauren? On Thursday, she'll be sharing her expertise during a panel discussion on the Team Track at Inman Connect New York. Check out her panel, Lead Distribution: Who Gets What?, on January 30!
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[Best of 2019] Friday Freebie: Downloadable Report for Home Buyers and Sellers
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5 Reasons Every Real Estate Professional Needs to Be Advertising on Facebook
Tell us if this sounds familiar: you created a Facebook page for your property management or real estate business and posted a few times a month. But as time passed, you did not feel like the page was boosting your lead generation. As more people use Facebook to post content, there is exponentially more competition for your target's attention. It is not enough to write a post on your page and hope people find it. Facebook ads ensure that your content reaches the right people at the right time. Below, you will find five reasons why you need to be using Facebook advertisements and several great services to make the most out of your investment.
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From New Listings to Referrals: The Marketing Secret that Helps this Realtor Win Every Time
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Friday Freebie: Download This Monthly Marketing Kit Sample
It's October, a time when our collective attention turns toward all things frightening. You know what's really scary, though? Losing out on hard-earned referrals and repeat business. It's not your clients' fault, however. Research shows that 85% of sellers and 90% of buyers would refer or use their agent again. The key to ensuring that they actually do is by making sure they remember your name between transactions. How? It's all about providing value. In this week's Friday Freebie, we'll introduce you to a marketing system that helps you do just that in order to stay top of mind, year after year. Download the Referral Maker Marketing Kit, courtesy of Buffini & Company If offering something of value to your database is what captures their attention, then consistency is what helps you keep that attention. Buffini & Company's Referral Maker Marketing Kit helps real estate agents accomplish this by providing an item of value and supporting marketing materials every month. Each month, Buffini & Company sends you a full kit of fresh, new marketing collateral that you can use to demonstrate your expertise, reach out to past clients, and generate more referrals. RE Technology readers can download a free version of the marketing kit today and try it out for themselves. Here's what it includes: A professionally written and designed Item of Value A corresponding cover letter 6 'Pop-By' tags to affix to gifts that you give to your top referring clients as a token of appreciation You can learn more about how to best leverage each element of this kit in this post. The full kit also includes 50 follow-up notecards, an eReport and more. You can learn about that here. Ready to download your FREE marketing materials from Buffini & Company? Get started here!  
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Facebook Makes Changes to Buying Ads for Housing, Credit and Employment
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Friday Freebie: 100 Door Hangers Shipped to You
Afraid your direct mail pieces are being tossed away or drowned out by all the grocery flyers and credit card offers that stuff the average consumer's mailbox? We've got a solution for you--the door hanger! Not only do they inevitably catch consumers' attention as they unlock their front door, but RE Technology readers can see for themselves just how well door hangers can work… for free. Read on to discover how you can claim a free set of door hangers! Get 100 Free Door Hangers, courtesy of ProspectsPLUS! Have an open house to promote? How about a new listing? Whether you're promoting a new listing or event, or targeting seller leads, door hangers can be an effective replacement (or supplement!) to real estate postcards and flyers. If you've never tried door hangers as a lead generation tool (or your current hangers are just meh), there's no time like now to test them out. RE Technology has teamed up with ProspectsPLUS! to offer our readers 100 FREE printed door hangers in the design of your choice. Choose from 65 options that cover all of your promotional needs and niches, including: First-time buyers and renters Expired listings FSBOs Just Listed Just Sold Open house promotions Seller leads: free CMA, free consultation, free equity analysis, etc. Your can customize each door hanger with your own images, contact information, and more… OR you can upload your very own custom design. These door hangers are in full color, and are one-sided. A nominal shipping fee is the only cost to you. Ready to get started? Claim your 100 FREE door hangers (with promo code KNOCK) today!
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Friday Freebie: Downloadable Report for Home Buyers and Sellers
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Friday Freebie: Property Flyer to Download and Print
In honor of back to school season, we're giving you homework this weekend. But don't worry--we promise it'll be fun and that you'll walk away with an upgraded real estate marketing toolkit. Ready? Let's get started! Expand your marketing mix with a free property flyer from ProspectsPLUS! Today's assignment has one purpose: to expand your real estate marketing horizons by upgrading or adding a new lead generation piece to your repertoire. That piece? A property flyer of your choice. We've teamed up with ProspectsPLUS! to offer RE Technology readers a free property flyer (with promo code FREEFLYER) that you can customize, download and print right from your computer. Your homework is to choose a flyer that either upgrades a property flyer that you're currently using, or is a type of flyer that you've never used before. There are multiple designs to choose from, and various flyer types like: Single property flyers Multiple property flyers Multiple property 'Just Listed' flyers 'Just Listed' lead generation letter to neighbors 'Just Sold' lead generation letter to neighbors Once you choose a flyer, you can customize it on the ProspectsPLUS! digital platform. Next, you'll download the flyer as a PDF and either print it at your office or take it to a local print shop. (Homework cheat: Before you get started, read our last Friday Freebie to learn how to get a $25 gift certificate just for creating a free ProspectsPLUS! account.) Use your flyer to create A+ marketing campaigns that target buyers, build your brand awareness, and attract seller leads. Download your free property flyer now! Use promo code FREEFLYER at checkout.
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Market Dominant Yet Still Marketing: One Agent's Secrets to Success
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5 Real Estate Retargeting Tips for Local Marketing
Are you frustrated with the bounce rate of your website? Do you have potential leads visiting, only to never return? You're not alone. On average, more than half of website visitors will leave a website almost instantly after landing on it. This is like a person walking into a clothing store and not being satisfied with the merchandise that is being displayed. Convinced that they won't find what they are looking for, they turn around and head to another store, or in your case, another agent.
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Friday Freebie: $25 Gift Card to ProspectsPLUS.com
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Facebook Ad Campaigns: 5 Common Mistakes You Don't Want to Make
Facebook ads can be a powerful part of a real estate agent's marketing repertoire. Digital ads are attractive for their ability to spur immediate response to your listings or services. Unfortunately, the learning curve for using them is much steeper than it first appears. Some approaches to Facebook ad management seem like intuitive sabotage and can negatively impact your results at the end of the day. When this happens, your ad budget can become pure overhead: You'll either get no website visits or visits only from people who never follow up.
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Everything You Need to Know About Retargeting
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Building Your Brand and Referral Business with Ad Retargeting
Digital advertising and retargeting have become an increasingly popular tool for businesses to ensure they get their product/services in front of the right people at the right time. If you've ever checked out a pair of shoes while online shopping, you may have noticed that ads for those shoes have suddenly started following you to other websites. Lisa Fettner of ReferralExchange recently interviewed Chris Leithe, VP of Sales and Customer Success at Adwerx, to discuss how agents can use retargeting to build their brand and business. Below are tips from Chris on how you can use ad retargeting to boost your brand and reach the homebuyers and sellers you want to work with.
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7 Tips for Using Facebook Ads in Your Real Estate Business
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The Facebook for $1/Day Strategy
Facebook can be frustrating if you're trying to use it to grow your real estate practice and career. Whether it's sharing content, running ads, or getting leads, the Facebook formula isn't always so simple. That's why we reached out to a very special guest instructor, Dennis Yu, from Blitzmetrics. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CBS Evening News and is the co-author of Facebook Nation – a textbook taught in over 700 colleges and universities! Dennis shared with us his "Facebook for a $1 a Day" strategy. Dennis's Facebook tips and strategies will likely become some of the most powerful advertising methods in your repertoire.
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How to Work Your Way into the Plans of Potential Sellers
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12 Tips for Gaining Client Attention with Google Ads
Google Ads is a proven marketing tool. Real estate agents are using its reach to bring in quality leads that have the potential to become customers. Understanding how to customize this highly targeted advertising approach is key. Use these 12 tips to get the most out of Google Ads.
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4 Tips to Create an Effective Facebook Ad Strategy
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The Key to Real Estate Lead Generation: Custom Landing Pages
Are you searching for ways to boost both your website lead generation and the effectiveness of your online advertising? Custom landing pages, which users "land" on after clicking one of your ads, are one of the biggest keys to lead generation. Landing pages are designed with one goal in mind: to earn the contact information of people who click your advertisements. Of course, to get that contact info you'll often have to offer something in return. Learn how to put landing pages to work for your business with our guide to custom landing pages for your website.
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Facebook Ad Changes for Real Estate: What Agents and Brokers Need to Know
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How to Promote Your Business and Brand with Facebooks Ads
At the end of 2018, the National Association of REALTORS reported over 1.3 million members. That's a heck of a lot of competition jockeying for the attention of home sellers and buyers across America. As a time-strapped REALTOR on a tight budget, how do you uncover ways to stand out from the competition in your local area, attract more leads, land more listings, and grow your real estate business? Consider Facebook advertising.
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Choosing the Right Ad Strategy for Your Real Estate Business
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Online Advertising Advice: Why Winter Is Your Time to Shine
You might be reading the headline here and scratching your head, but hear us out: When it comes to maximizing the ROI on your online advertising, now is the moment to get the most bang for your buck. Here's why you need to be running real estate ads right now:
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The Big Secret to Effective Facebook Advertising
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Upgrade Your 2019 Advertising Budget with an Exclusive Benefit for REALTORS
REALTORS® can now get more advertising bang for their buck, thanks to a new partnership between Adwerx and the National Association of REALTORS®' REALTOR Benefits® Program. Through this partnership, digital advertising platform Adwerx provides NAR members an exclusive 15 percent additional ad impressions at no extra cost. So what's included in this benefit and how can you claim it for yourself? Today, we're going to tell you everything you need to know about how the program works. The Basics: What Is Adwerx? Let's start at the beginning—what is Adwerx and how can it benefit your real estate business? Adwerx is a digital advertising platform that makes it easy for agents and entire brokerages to create, deploy, and manage digital ad campaigns. In just a few minutes, you can set up ads to market your listings or your brand across major websites, social media, and mobile apps. What sets Adwerx apart from other advertising tools is its use of "retargeting" technology. Adwerx identifies likely real estate consumers based on their online behavior—like using a mortgage calculator or browsing listings online. It then serves your ad repeatedly to those consumers, or retargets them, as they surf the web or use mobile apps. If you've ever noticed that an ad seems to "follow" you around the web, you've experienced ad retargeting. Because Adwerx only shows your ads to those most likely to be interested in your services or listing, agents and brokerages save money by not wasting impressions on disengaged audiences. This means your ads have a higher success rate and a healthier ROI. What's Included in This Realtor® Benefit? NAR members receive 15 percent bonus ad impressions on newly purchased and renewed Adwerx campaigns. That means if you purchase 10,000 ad impressions, you'll receive an extra 1,500 impressions, for a total of 11,500. (An 'impression' is each time an ad is served to a consumer, also known as views.) Adwerx offers several different types of ads for real estate, all of which are eligible for the 15 percent bonus: Listing Ads - Advertise your listing to likely home buyers within a specified radius around the property's address. Create a standard listing ad, or a variation like "Just Listed," "Just Sold," or "Price Reduced" to catch consumers' attention. Zip Code Ads - Promote your brand to likely buyers and sellers in the market of your choice. It’s a great supplement to your geographic farming efforts, and an effective way to break into new market areas. Sphere of Influence Ads - Reinforce your brand with those who already know and trust you. Just import your contacts to Adwerx, and they'll target your sphere for you. Recruiting Ads - Are you a broker looking to recruit top agents in your area? Target the top performers of your choice by uploading a database of prospective recruits. How Do I Claim My Bonus Ad Impressions? To activate your additional impressions on new ad campaigns, simply enter your NAR member ID number (NRDS ID) at checkout. For existing campaigns, validate your NRDS number on your existing Adwerx account, and the bonus will automatically apply to all ad campaigns when they renew. And good news! This offer is stackable. That means that if you already use another Adwerx offer or discount from your brokerage or association, you can still use this NAR member benefit in addition to those offers. (The only caveat? Automated brokerage listing ads are not eligible for extra impressions.) Next Steps Want to learn more or need help getting started? These resources can help: Questions and Answers More offers from NAR's REALTOR Benefits® Program Adwerx for Real Estate  
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Pros, Cons, and Best Practices of a 'Guaranteed Sold' Program
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Real Estate Advertising Trends You Should Be Aware of This Holiday Season
Paid advertising is never static, as a direct result of supply and demand. Your cost-per-lead will fluctuate depending on the number of homebuyers relative to the number of advertisers in the market. Seasonality also impacts search traffic! Luckily, there are some patterns you can follow. Here are a few of the top paid advertising trends to stay aware of during the holiday season.
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Tech Savvy Team's Highest ROI is with Print Marketing: Here's Why
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Find Your Next Listing with These Geographic Farming Tactics
Real estate farming is possibly the most proactive position an agent can take to build inventory. The method includes a series of steps that analyze a given neighborhood, ZIP code or market area to determine how many homes are most likely to sell, at what price range, and how long they will be on the market. A good farming strategy involves working through a set of five exercises to determine the area's viability.
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Last-minute Ad Blitz for Open House Nets 200+ Leads
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A New Guide to Facebook Ad Targeting
As the largest social media platform, Facebook offers unique opportunities to connect with potential leads. Unfortunately, due to changes to Facebook's algorithm, companies have been finding it more and more difficult to get organic traffic to their Facebook posts. This means that today, Facebook success is largely dependent on creating a strong advertising strategy, which requires a combination of appealing ads and targeting them to the right groups. This, too, is harder now than it used to be, but it's not undoable. There are still several options you can use to target your ideal audience with Facebook ads.
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A Realtor's Playbook for Creating Facebook Lead Ads
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Farming and Facebook: Getting It Right
The world moves fast, and yesterday's geographic farming just won't cut it in today's real estate market. The competition is too steep -- and too technologically advanced -- to limit yourself to door-knocking and leaving flyers in a neighborhood. The current connected world demands an online approach to complement and work alongside your offline strategies.
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I Have a Great YouTube Ad... Now How Do I Get Viewers?
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Debunked: 4 Myths About Running Facebook Ads
If you haven't tried Facebook ads yet, we get it. It can feel intimidating at first, especially with a lot of myths floating around about how much it costs and what you need to get started. But the fact is, when you're weighing how to advertise your listings and deals, Facebook is a great option. Facebook ads are effective and easy to get running (we promise!). Let's separate truth from fiction. Here are the top four myths about Facebook real estate ads:
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Maximizing Facebook: Boost Your Posts or Post More Ads?
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YouTube Ads: TV Ads for the 21st Century
Anywhere you find content these days, you can be sure someone has figured out a way to offer advertising with it. Facebook has Facebook Ads, Instagram has Instagram Advertising, and YouTube has YouTube Ads. While you and your local competitors are likely already fighting for market share on the first two channels, chances are that your local YouTube audience has a lot of untapped potential.
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5 Ways to Win More Business in a Low Inventory Market
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Your Farm Area Doesn't Suck. Your Marketing Material Does.
The first time I speak with a new client, a common complaint that comes up fro agents is that part of their wanting to change marketing firms is so they can start fresh. That fresh start includes picking an entirely new area to market to. You see, they go on to explain that the farm area they were previously marketing to just wasn't any good. Their logic on this is instead of throwing good money at bad, they would rather just make a clean cut and start over.
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5 Ways to Take Your Advertising from Boring to Amazing
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Facebook Advertising for Real Estate on a Budget
As a real estate agent or broker, Facebook is still the number one place to get in front of your current and past clients as well as new and potential clients. And, having a Facebook Business Page is still one of the best ways to market yourself and generate new business. Nobody knows this more than social media expert Katie Lance. She has 10 power tips for managing and monetizing your social media while controlling costs. We share five of them here, but you should really read all of them! There are a number of ways you can maximize Facebook on a budget. Here are a few of the most important tips and strategies you can implement today.
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Revealing Statistics About the Millennial Homebuyer
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Forget the Refrigerator Magnets and Market With Thumb Drives
Are there any new ideas for real estate marketing? All of the old standby methods are still being used, from pens to refrigerator magnets. Those work fairly well for keeping your name and number out there if they keep them. What about an inexpensive way to put digital content in front of your prospects? Promote a new listing with images or even video. Or, do a presentation of your services. You can even do brief videos of your client testimonials. Using USB thumb drives, all of this is easy.
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How to Create Instagram Ads for Real Estate
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Digital Advertising: Not Just for Banner Ads Anymore
Effective advertising can cement your position in the community and attract buyers and sellers you wouldn't normally be able to reach. It can even turn a small, family-owned business into a household name. But to plan an effective ad strategy, you need to know what ad types are available and how to use them. One of the most popular ways to advertise is online. This is called digital advertising. Learn about different digital ad types below.
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Low Inventory? No Problem! 3 Digital Ad Campaigns for Finding Seller Leads
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2 Facebook Lookalike Audiences that Can Boost Your Real Estate Sales
One of Facebook's advertising features that Realtors are significantly underutilizing is 'Lookalike Audiences.' Properly harnessing lookalike audiences will not only help you spread your brand further, but also give you access to fantastic potential clients you probably would not be able to attract any other way. But first, let's examine the following: What Is A Lookalike Audience?
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Common Facebook Ad Mistakes to Avoid
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Are Digital Ads the New Drip Campaign?
E-mail marketing is a proven, affordable way for real estate agents to earn new and maintain existing relationships. It's not quite as easy as the popular term "drip campaign" suggests it might be, however. Drip campaigns imply that the same message can be left to "drip" into inboxes month after month, sent with the hope that eventually someone either gets annoyed enough to unsubscribe or hopefully, calls to inquire about a listing. In short, the idea that any marketing effort can be run totally hands-free and still pay off represents a rather fundamental misunderstanding of how marketing works. This is why every few months, major consumer brands adjust their message and run new commercials. They test and measure to find out what resonates. Making matters somewhat worse is the growing number of CRMs that automate not just content delivery, but content creative, too. Marketing can indeed be automated and effective. But it can't be left unmonitored, only to eventually drip its way into the SPAM folders of forgotten clients.
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Anatomy of the Perfect Facebook Real Estate Ad
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Real Estate Re-branding: What We Can Learn from 3 Top Brands
Three lessons you can learn from the rebranding efforts of top real estate brands Whether it's Century 21's bold new brand attitude or RE/MAX's refreshed logo and balloon, it's impossible to ignore that real estate is going through a major branding shift. While it's easy to simply shrug and move on as these new logos and brands are switched out (especially if you aren't a C21 or RE/MAX agent), you may want to stand up and take notice. The revised look and feel of a major brand can require years of research and design conversations... and millions of dollars spent on ad agency resources. Here are three lessons you can learn from the "big guys" and leverage in your own branding.
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4 Tips For Realtors Who Want to Dominate Their Geographic Farms
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Generate Qualified Leads with Facebook Ad Funnels
Now more than ever, real estate agents are using Facebook ads to regain the social reach they lost to algorithm changes and drive traffic to their landing pages. However, with increased competition, simply running random ads isn't enough anymore. To increase their effectiveness, sophisticated agents are creating sales funnels to weed out the weak, useless leads and find the qualified buyers and sellers.
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Real Estate Marketing (and All Marketing) Requires Patience
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If You Think Pay-Per-Click Ads Are a Waste of Money...Mistake!
It can be fun to ask real estate professionals the question, "How much real estate PPC, Pay-Per-Click, advertising do you do?" The answers vary a lot: "None, never tried it, not in my marketing budget." "Tried it, but never got any good leads" "Tried it, spent a lot of money, leads not worth the cost." "I do a little" or "I'm testing it." It's those last two answers that should get your attention. They could very well be a successful professional who is getting high quality leads from PPC, but they don't want to tell you. After all, you're competing with others in your market area with your PPC ads, and that can run up the cost of each click, so why talk about success? The first three answers, whether they know it or not, are often because they've never learned the true value of real estate pay-per-click marketing, they tried it without doing it right, or both. That one successful person isn't going to tell you their secrets, but we can here.
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14 Real Estate Promotion Ideas You Might Not Be Using
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Why This Year's Record Shopping Season is Good for Online Real Estate Ads
Ah, the holidays: a time for mirth and merriment, Turner Classic Movies, eggnog, no-longer-ironic bad sweaters, and pre-dawn Walmart riots. Oh, and shopping. Can't forget shopping. It's All Online This year's Black Friday sales produced $5 billion for online retailers in 24 hours, according to Money.cnn.com. That's a new record, and a 16.9% increase from last year. The Verge reported that mobile sales dominated 2017's Cyber Monday deals. Of the $6.59 billion in total online sales, mobile users spent a record $2 billion. These eye-opening figures should get the attention of savvy online real estate marketers. After all, if that many consumers are spending that much time and money online, it's a safe bet a few of them are also home buyers or sellers.
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A Real Estate Agent's Playbook for Creating Facebook Lead Ads
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Whose Real Estate Brand Are You Building?
A few statements should help us get on the same page as to how your real estate business and real estate brand will prosper in the future. Almost all real estate practitioners are independent contractors. Even the IRS has recognized their independent contractor status with special tax considerations. Your success and income will depend primarily on your own efforts and ability to generate and close leads and real estate deals. In many cases, the real estate agent will have more money invested in their startup than their broker who may just provide an office space.
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Landing Page Ideas that Win Over Home Buyers
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Understanding the Costs of Social Media Advertising
Accruing annual expenses such as MLS dues, local/state association fees, and license renewals is an expected part of being in the real estate business. In addition to those costs, you showcase your listings on search portals like Homes.com to generate more quality leads. Every dollar you spend on your business is to reach more leads, listings, and clients. Social media is a great way to meet new clients, and its advertising power will continue to rise, so why not create a social media ad budget that will ensure the growth your real estate business? However, before simply spending ad dollars on social media, you need to understand the costs associated with advertising on these platforms.
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How to Compete Now that Marketing Has Gone 'One-to-One'
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Move from Likes to Leads with Facebook Ads
Recently we shared Setting Up Your Facebook Ad: It Starts with Audience to help you better target your next Facebook ad campaign. Today we'll look at how to place your "offer" in front of potential prospects and move from "likes" to leads. What makes these ads unique is that they can be customized to get your offer, such as a newsletter opt-in, a request for free home valuation, or a local market activity report, in front of potential prospects. It's all possible because lead ads come with simple forms that capture a prospect's information within Facebook. The forms will even pre-populate a prospect's information such as name, email or phone number.
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4 Essential Principles for Geographic Farming Success
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Your Real Estate Logo Is Not Your Brand
Whenever we start helping an agent with a real estate marketing plan, we schedule a call to discuss how the plan is laid out, art requirements, handling of databases, etc. This week, I was onboarding a new client and she said something that struck a chord with me. She had sent us a copy of her logo and it was very important to her that we not only had it, but that we understood that there are specific ways in which we are to use it. This is quite a normal occurrence, especially when we are working with larger brokerages. What stuck in my head, however, was how she misunderstood what a logo really is. You see, she referred to her logo as her brand. Now I might be splitting hairs here, and she is a little bit correct, but I think it's important to really drill down to what a brand is.
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Setting Up Your Facebook Ad: It Starts with Audience
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3 Steps to a 360-degree Real Estate Marketing Campaign
While it can be said that the most successful real estate agents are those that work off of their network to get a constant flow of referral business, in reality that takes time. Most agents that can reliably depend on consistent referral business have had many years of practice. They've paid their dues and after relentlessly sticking with it, they are seeing the benefits. If you have not had that much time in the saddle, or you have not been that consistent throughout your career, this method of getting business will not work for you. Yes, you will get some referrals from your past clients and sphere, but it certainly won't be enough to sustain and grow your practice. So what is an agent to do that can't rely only on referral business but wants to get more clients? The answer is simple. Do more marketing. First off, doing more marketing will help your bottom line—but it's important to point out that it will only help you if you have a methodical, thought out marketing plan to roll out in your marketplace. That's why it's critical that you plan your content strategy BEFORE you get started. Second, you'll undoubtedly do at least two to three different types of marketing projects that fall across different media. As a result, you also have to make sure you've crafted your plan so that one type of marketing naturally leads to and leverages the next type of marketing. That way, you can truly have a full, 360-degree campaign.
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Don't Be 'That' Agent! Remember Your Sphere
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5 Common Mistakes Agents Make when Farming -- and How You Can Avoid Making Them
When it comes to farming a local market area, are you doing everything you can to drive in real estate seller leads? Here are five common mistakes real estate agents make when farming. Mistake #1: Agents tend to "stick to what they know"
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The Best Kept Secret in Social Media Advertising
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Win More Business from Your Sphere: 3 Ways to Tweak Your Marketing
The ads and flyers you run to your geographic farm often act as an introduction to you, your brand and your business niche. It's acceptable (and expected) that your Just Listed flyers explain who you are and what you do. But when it comes to marketing to your sphere — the people who know you best — it's important that you work to reinforce your value proposition, not introduce it. Because while a refrigerator magnet with your face and email on it may be a suitable giveaway for 500 people in your farm, it's a weird gift to offer the cousin who bunked with you every summer at Camp Lakota. Your goal, then, is to make Cousin Jim feel more special than anyone in your CRM. Here are three ways you can tweak your marketing to better appeal to your sphere contacts.
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5 Ways to Create a Cool Summer Real Estate Strategy
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Is Your Real Estate Farming Strategy Outdated? 3 Ways to Tell
If your postcard marketing results are declining, it's likely not the marketing vehicle, but how you are going about your campaigns. Here are three tips to make sure your real estate farming practices aren't outdated.
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How to Close More Real Estate Deals with Facebook Messenger
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The Ultimate Guide to Facebook Ads
Real estate professionals have outgrown marketing tactics like advertising on bus benches, billboards, and classifieds, and it's a good thing they have; traditional advertising comes with a hefty price tag. Fortunately, social media has made it possible to advertise your business without emptying your bank account while targeting your audience with 1000 times more accuracy than traditional advertising methods. With over 1.94 billion active monthly users, Facebook can be viewed as the one of the greatest advertising markets available for any business, including real estate. By providing businesses with the means to reach an exponentially larger number of customers with a significantly smaller budget, Facebook has put businesses where they want to be: in the eyes of their target market. We will walk you through setting up a business page and give you tips to rise above Facebook's algorithm to reach more individuals organically. Then we will show you how to create an ad campaign, select a targeted audience, and understand Facebook Insights, so that you can start benefiting from advertising through social media's leading network.
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Why Facebook Ads Work
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Hot Tips for Creating the Best Real Estate Facebook Ad
If you’re among the billions of people on Facebook, you may be aware of how effective Facebook ads can be. In a recent webinar, Leigh Brown, international motivational speaker and author of Outrageous Authenticity, discussed how to use Facebook’s ad system to stand out, target actual buyers and sellers, and create listing opportunities. Watch the full webinar online and check out the Facebook ad tips infographic below!  
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Send Targeted 'Just Listed' and 'Just Sold' Postcards (without using predictive analytics)
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How to Pick the Right Size Real Estate Farm Area
One of the most common questions we get asked by Realtors® looking to start a geographic farm area is how to pick the right size area. Believe it or not, it’s a little trickier than you think. This short video breaks it down:
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Target your closest contacts! Create a custom audience for your Facebook ads
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I’ve Got This List of Homeowners that Responded to My Marketing. Now What?
One of my favorite phone calls to get from Realtors® is when they tell us that they are getting a bunch of responses to the capture marketing campaigns we are doing for them in their farm area, or the Facebook digital farming campaigns we're executing. One of the least favorite things I hear from our clients is when they ask us, “Okay, so I have these responses from homeowners. Now what do I do?” So for those of you that are stuck in this same conundrum, today I'll share two easy ways you can follow up with people that are responding to your postcard farming or Facebook digital marketing campaigns to help cultivate the lead and turn them from prospective lead into actual client.
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3 Ways Your Real Estate Postcard Farming Content Can Live Beyond The Postcard Itself
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Why You Need a Real Estate Landing Page for Your Digital Ads
Thinking of digital ads? You need a real estate landing page. Here's why. No online advertising campaign is complete without a place for interested home buyers and sellers to end up after they click-through. The most effective solution is a real estate landing page, the goal of which is to expand on the promises made in the initial ad and entice a reader to provide contact information. Naturally, this widens the scope of any online ad campaign. While you will get some results by pushing inbound leads directly to your home page, the risk is that you're moving the relationship along too quickly. There's a reason why The Bachelor waits four weeks into their reality dating "journey" to take a smitten bride-to-be home to the parents. Think of it this way: your home page is for everyone, whereas a landing page is for those who cared enough to click on your ad. Exclusivity sells, after all, and here are some ways to leverage that concept using real estate landing pages. The key to real estate landing pages: keep it simple Assuming you're working with an advertising partner that uses retargeting to deliver ads on multiple websites (Adwerx is one such example), research suggests you'll earn a click-through after at least three impressions.
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Write the Best Real Estate Headlines (with help from a master copywriter)
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Make the Most of Your Open House with Facebook: 3 Campaigns to Fill Your Event and Promote Your Brand
How does Garry Wise, luxury broker and The Paperless Agent co-founder, set himself apart from other agents in his area? One of his "industry secrets": by holding open houses. (Did you just groan when you read that?) "Seriously, who does open houses anymore, guys?" Garry does, for one, and it's a strategy that has been paying back dividends. In fact, Garry or his partner hosts an open house the first weekend they go to market with every single listing (there is a caveat to the "every listing," though, but we'll get to that a little later). The reasoning behind holding an open house (at least for Garry and his GoodLife Luxury team) is strategic—they have refined the "average" open house into a business generating tool. Garry uses a full strategy around the open house and executes it every time. He and his team know exactly what to say to get the results they want from potential buyers attending the event. In this article, we'll look at how you can use open house events as a business development tool, and three ways that you can use Facebook to market that vitally-important property event.
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How to Create Facebook Carousel Ads and Get Better Results
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Real Estate Advertising Ideas to Steal from Madison Avenue
Big budget ad campaign ideas for real estate agents The five-season AMC series Mad Men provided viewers with a fascinating look at the world of big-brand advertising and we thought those ideas could help with real estate advertising. And while it certainly amped up the dramatized fiction, there was a lot of truth in what the show depicted. Namely, that advertising is often correctly characterized as a haven for strategic, creatively-minded executives. They spend as much time generating ideas on how to beat their competitors as they do building brands for their customers. There's big money in imagination, and the natives of Madison Avenue are always ready to prove it. Since most real estate agents can't afford to leverage the same minds that are trusted with $3 million Super Bowl spots, Adwerx took a look at some of the most effective ad campaigns of the last year to examine how our customers may be able to capture a little of that "Mad Men" magic when using our digital real estate advertising products. You Can Still Hear Me Now Sprint was praised by the industry for capturing ex-Verizon pitchman, "Paul," who made "Can you hear me now?" into the universal mantra for determining the reach of our mobile networks.
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Go-to Market Plan: How to Make a Better Promise to Sellers and Win More Listings
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Don't Be a Greedy Realtor
A question we hear all time is how much information is too much information to give a potential client without asking them for some information in return? It's a valid question to ask. After all, you don't want to give a prospect everything, or why would they call you? Think of your 'just listed' ads, for example. If you put "Price Upon Request," that will get them to reach out to you and ask how much the listing is, right? Well, yes and no. First of all, of course there are some things that you just shouldn't offer to prospects without making them at least give you a bare minimum level of "skin in the game." Take your listing or pre-listing presentations, for instance. That is something that you certainly don't want floating around on the Internet. Not because potential sellers shouldn't see it, but because you don't want the competition in your marketplace to have your entire playbook. That said, in almost every conversation I've ever had with a Realtor®, most of what they wish to protect needs no protection at all—their content. Trust me, I get it. Developing great original content takes time and time is money. I've personally written nearly 300 articles on this blog alone. That represents nearly an entire month of my life. The thing of it, though, is that I didn't start writing these articles with the expectation that people were going to have to "pay to play." I wrote them with the expectation that people would enjoy the content, learn something from it, read more, and eventually contact us to discuss having us take over their marketing needs. If you are a Realtor that has created tons of content, or has tons of valuable information, you need to look at your arsenal of information in the exact same way. I know it takes time to craft, develop and collect that type of info, but it is more valuable for you to offer it to people—with no expectation of anything in return—than you can possibly imagine.
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Facebook Funnels for Real Estate: A Practical Example
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Money Doesn't Grow on Trees. It Grows in Geographic Farms.
There are dozens of ways to generate leads for your business. One very effective method is geographic farming, a long-term lead generation strategy in which you focus primarily on a specific market or area from which you will solicit most of your business. Once you've established your brand identity and built relationships with those in your chosen community, the benefits of this approach are tremendous. Instead of weaving your way back and forth across your city each day on showings and listing appointments, you can simply hop over a few streets to your next client, cutting down on commute time and travel costs while also freeing up time for other lead generating and lead converting activities. Step 1: Choose Your Farm Factors such as turnover rate, physical location, and your familiarity with the area can have a powerful impact on your geographic farm's success. Take each of these factors into account while setting up your geographic farm. Look for a territory where the annual turnover is at least 6 percent. Sure, you could pick the neighborhood you live in or the one packed with million dollar homes, but if those neighborhoods have low turnover rates, you may not get the consistent, dependable business your company needs to grow.
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